What happens to your leads that become prospects but haven’t become clients yet? Are they left languishing in a database somewhere, never to be contacted again? Do you have a strategy to reach out to website visitors on other platforms? What about people who are on your email list but you’ve never converted them to clients?
These are all leads just waiting to be converted because at one time they expressed an interest in your law firm. And LinkedIn has a great tool to reach them: Matched Audiences, which is available for all LinkedIn advertising options, including Sponsored InMail, Sponsored Content, and Text Ads.
With Matched Audiences, you have several targeting options:
Website retargeting
Delivers ad content to people who have visited your website or blog. You can focus your targeted messaging based on certain pages of your site — for example, for visitors to an employment law page, you can set up a campaign using Matched Audiences to deliver content on avoiding employee lawsuits to those page visitors.
Account targeting
Allows you to expand your reach into companies you have already targeted for business development efforts. LinkedIn will take your list of target companies and match against LinkedIn users at those companies. If you want to target an industry segment — tech, pharma, aviation, etc. — you can do that using this feature as well. LinkedIn will match your segment against its 8 million company pages.
Contact targeting
Upload your email lists and market to your contacts through LinkedIn. You can use this feature to:
- Create a Matched Audiences segment comprised of current client email addresses to cross-market other practice areas, announce new staff additions, promote an e-book or free report, etc.
- Create a Matched Audiences segment comprised of non-converted leads and advertise to them so you stay top-of-mind when they are ready to engage.
- Create a Matched Audiences segment comprised of media contacts to generate press for your firm.
Lookalike audiences
Similar to Facebook’s lookalike audience targeting option, LInkedIn takes a list you have used in the past and mirrors user characteristics to develop new lists for you. LinkedIn takes the existing matched audience list from website audiences, account lists, or contact lists to create a new list. Then you can add other targeting factors, like job title and company industry, to further refine your target audience.
You can find step-by-step instructions on how to use Matched Audiences on this LinkedIn page.
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